{"id":24155,"date":"2026-04-01T14:35:00","date_gmt":"2026-04-01T07:35:00","guid":{"rendered":"https:\/\/b-company.jp\/?p=24155"},"modified":"2026-04-01T14:35:00","modified_gmt":"2026-04-01T07:35:00","slug":"import-and-sale-of-japanese-processed-food-potentials-and-chances-for-japanese-companies","status":"publish","type":"post","link":"https:\/\/b-company.jp\/vi\/import-and-sale-of-japanese-processed-food-potentials-and-chances-for-japanese-companies\/","title":{"rendered":"Nh\u1eadp kh\u1ea9u v\u00e0 ti\u00eau th\u1ee5 th\u1ef1c ph\u1ea9m ch\u1ebf bi\u1ebfn c\u1ee7a Nh\u1eadt B\u1ea3n \u2013 Ti\u1ec1m n\u0103ng v\u00e0 c\u01a1 h\u1ed9i cho c\u00e1c c\u00f4ng ty Nh\u1eadt B\u1ea3n"},"content":{"rendered":"
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B&Company is the first Japanese company specializing in market research and investment consulting in Vietnam since 2008.<\/em><\/p>\n

This article is written in English and automatic translation is used for other language versions. Please refer to the English version for accurate content. Although we strive to ensure the accuracy of the original information, please check separately for each information. Interpretations and future prospects are the personal opinions of each researcher. <\/p>\n<\/div>\n\t

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This report analyzes the import and sale of Japanese processed and packaged food in Vietnam, based on HS Code classifications, trade data, and market observations. Japanese food imports have grown strongly over the past decade, driven by rising urbanization, premiumization, and demand for convenience and health-oriented products. Import sales are concentrated in categories such as convenience foods, seasonings, and beverages. Japanese processed food has high potential to continue growing in Vietnam, yet market expansion can be challenged with price sensitivity, limited brand awareness, and logistical burdens.<\/p>\n

Overview of the import situation of Japan\u2019s processed and packaged food<\/strong><\/h3>\n

Imports of Japanese processed and packaged food into Vietnam have shown steady and long-term growth over the past decade, despite the drop in 2023, reflecting deepening bilateral trade relations and changing Vietnamese consumption patterns. Total import value increased from USD 34 million in 2015 to USD 171 million in 2024 (CAGR of 19.4%)[1]<\/a>. This upward trend shows growing acceptance of Japanese food products in Vietnam, particularly among urban and middle-income consumers[2]<\/a>. The growth trajectory also aligns with broader Vietnam\u2013Japan trade expansion, as Japan remains one of Vietnam\u2019s key economic partners in Asia.<\/p>\n

Import value of processed and packaged food from Japan to Vietnam<\/strong><\/p>\n

Unit: USD Million
\n\"Import<\/p>\n

Source: ITC Trade Map<\/a><\/p>\n

Despite this growth, Japanese processed food imports still account for a relatively small share of Vietnam\u2019s overall imports (USD 6 billion in 2024). Japanese products represent around 3% of total imports, far behind major suppliers such as Thailand, China, Indonesia, and the United States. These countries benefit from geographical proximity, lower production costs, and a strong presence in mass-market food categories. In contrast, Japanese exports to Vietnam tend to concentrate on higher-value, premium, and specialized food segments[3]<\/a>.<\/p>\n

Import value of processed and packaged food to Vietnam by countries in 2024<\/strong><\/p>\n

100% = USD 6.0 billion
\n\"Import<\/p>\n

Source: ITC Trade Map<\/p>\n

Popular product lines<\/strong><\/h3>\n

The import value of processed and packaged food from Japan to Vietnam in 2024 is contributed mostly by HS19 \u2013 starch, cereals, flour-based products, and HS21 (including food supplement, sauce, and seasoning). HS22 concerning beverages also takes up a large proportion.<\/p>\n

Import value of processed and packaged food from Japan to Vietnam (2024)<\/strong><\/p>\n

100% = USD 171 million
\n\"Import<\/p>\n

Source: ITC Trade Map<\/p>\n

Convenience & Bakery Foods<\/strong><\/em><\/h4>\n

One of the most prominent product lines is convenience and bakery\/prepared foods, including onigiri rice balls, sandwiches, cereals, sweet and savory snacks, and instant noodles. These products are widely distributed through supermarkets, specialty Japanese stores, and convenience chains (e.g., FamilyMart, Ministop). Vietnamese consumers, particularly urban millennials and Gen Z, are increasingly seeking easy, quick meal options that fit busy lifestyles.<\/p>\n

Example products of Convenience & Bakery Foods<\/strong><\/p>\n

\"Example<\/em><\/p>\n

B&Company\u2019s synthesis<\/em><\/p>\n

Beverages and Drinks<\/em><\/strong><\/h4>\n

Imported beverages from Japan, such as ready-to-drink teas, craft juices, premium coffee beverages, and traditional drinks, represent another key line. These items are appealing to both younger consumers and health-oriented buyers looking for alternatives to local sodas and sugary drinks. The Vietnamese beverage market is expanding rapidly with diversification towards functional, imported, and premium products[4]<\/a>. Retail formats such as supermarkets and convenience stores contribute to this trend by dedicating shelf space to imported beverages.<\/p>\n

Example products of Beverages and Drinks<\/strong><\/p>\n

\"Example<\/em><\/p>\n

B&Company\u2019s synthesis<\/em><\/p>\n

Seasonings and Sauces<\/strong><\/em><\/h4>\n

Vietnamese cooking is inherently flavor-driven, and Japanese sauces, seasonings, condiments, miso pastes, dressings, and ready sauces have found appeal among urban home cooks and foodservice operators[5]<\/a>. These products are often positioned as premium condiments that add unique umami or flavor profiles to dishes and are commonly used in modern fusion cuisines. Consumers increasingly experiment with global cooking styles, boosting demand for such products beyond traditional Vietnamese spices.<\/p>\n

Example products of Seasonings and Sauces<\/strong><\/p>\n

\"Example<\/p>\n

B&Company\u2019s synthesis<\/em><\/p>\n

Health & Functional Foods<\/strong><\/em><\/h4>\n

Vietnam\u2019s rising health consciousness is reflected in the growing demand for functional foods and dietary supplements imported from Japan[6]<\/a>. Japanese health food products such as collagen drinks, digestive health supplements, fortified teas, and nutraceutical snacks appeal to Vietnamese consumers focused on wellness and preventative health, particularly among middle-income consumers.<\/p>\n

Example products of Health & Functional Foods<\/strong><\/p>\n

\"Example<\/em><\/p>\n

B&Company\u2019s synthesis<\/em><\/p>\n

Food consumption trend in Vietnam<\/strong><\/h3>\n

– Convenience-driven food consumption: Vietnam\u2019s rapid urbanization and evolving lifestyle behaviors are a major driver. As more consumers relocate to cities and adopt busier schedules, demand for ready-to-eat, ready-to-cook, and convenience foods has increased sharply[7]<\/a>. This trend is further supported by the expansion of convenience retail chains and food delivery platforms across urban centers.<\/p>\n

– Premiumization and rising demand for quality: Vietnam\u2019s middle class has been expanding steadily, supported by rising incomes and increasing consumer purchasing power. This economic shift has led to growing demand for premium and imported food products that are perceived to offer higher quality[8]<\/a>.<\/p>\n

– Health and wellness: Health and wellness have become central to food consumption decisions in Vietnam. Many Vietnamese consumers are now prioritizing products that support nutritious, balanced, and health-oriented diets, especially after the COVID-19 pandemic.<\/p>\n

Distributors of Japanese food product<\/strong><\/h3>\n

There are some distributors claiming to import and provide wholesale services for hyper supermarkets, supermarkets, specialty stores, and shops nationwide. The distribution of Japanese processed and prepared food in Vietnam is more notable in retail brands, which can also import directly from Japan. The market witnesses the active participants of Japanese-owned brands such as AEON, Fujimart, and Family Mart. Across retail formats, Japanese processed food offerings typically include packaged dry foods (such as snacks, confectionery, instant noodles, cereals, seasonings, and sauces), refrigerated and frozen items (ready meals, dumplings, processed meat and seafood), and prepared foods (bento boxes, sushi, onigiri, bakery products). Besides chains specializing in distributing Japanese products that are listed below, Japanese processed food can be found in general retail chains such as WinMart.<\/p>\n

Some notable distributors of Japanese processed food<\/strong><\/p>\n

\"Some<\/p>\n

B&Company\u2019s synthesis<\/em><\/p>\n

Opportunities for selling Japanese processed food in Vietnam<\/strong><\/h3>\n

Positive country image<\/em><\/p>\n

Vietnamese people have familiarity with Japanese culture and highly perceive Japanese products as high quality. Japanese cuisine is already popular through media, sushi restaurants, ramen shops, and Japanese dining chains. The positive brand perception of \u201cMade in Japan\u201d provides a foundation for expanding processed food sales further.<\/p>\n

Growth of modern retail and E-commerce<\/em><\/p>\n

Vietnam\u2019s retail landscape witnesses increasing penetration of supermarkets, hypermarkets, specialty stores, and convenience chains, with the active participation of Japanese chains, making Japanese products more accessible to customers. In addition, e-commerce platforms allow consumers outside major cities to access imported goods.<\/p>\n

Trade agreements and regional integration<\/em><\/p>\n

Vietnam\u2019s participation in major trade agreements such as the CPTPP and RCEP strengthens economic integration with Japan. This bilateral cooperation gradually reduces tariff barriers for certain food categories. Vietnam can be considered a supportive environment for Japanese exporters seeking stable growth in Southeast Asia<\/p>\n

Challenges in selling Japanese processed food products in Vietnam<\/strong><\/h3>\n

Price sensitivity and strong competition<\/em><\/p>\n

Vietnam\u2019s retail market features a wide array of international food imports, such as products from China and Thailand, many of which are priced more competitively. Japanese products, although perceived as high-quality, often carry higher price points, which can limit appeal among broader consumer segments who prioritize affordability.<\/p>\n

Limited consumer awareness<\/em><\/p>\n

Japanese processed foods are often positioned as premium or niche products, which requires consumer education and brand-building efforts. For example, with the case of instant noodles, many Vietnamese consumers are still more familiar with traditional local products such as Hao Hao, Omachi, and Cung Dinh[9]<\/a>. Korea\u2019s instant noodles can make an impression among Vietnamese customers thanks to their spiciness, with prominent names such as SamYang and Nongshim appearing in media and hotspot restaurants.<\/p>\n

Complex supply chain and logistical costs<\/em><\/p>\n

Japan lacks the proximity advantage comparing to other competitors such as China, Thailand, and Indonesia, causing logistical challenges including higher shipping costs. Vietnam\u2019s import regulations for food, particularly safety and hygiene inspections, can result in delays and increased costs, especially when documentation and standards vary across products. These challenges can make it harder to maintain competitive pricing and consistent inventory in the market.<\/p>\n

Read more<\/strong><\/h3>\n

Japanese Functional Foods in Vietnam: Overview and Market Trends<\/a><\/p><\/blockquote>\n